How to Choose a Color Palette for Your Brand

Apr 22

Whether you're launching a new business, rebranding your existing one, or just trying to pull together a more cohesive look, choosing the right color palette can completely transform how your brand is perceived.

But let’s be honest — picking colors isn’t just about what looks pretty. It’s about creating an emotional connection, building trust, and telling your brand’s story at a glance. At Emme Luxe Branding & Design, we believe color is strategy. And we’re here to help you make your brand look like it means business.

Here’s a step-by-step guide to help you confidently choose the perfect color palette:

Start with Your Brand Vibe

Ask yourself: How do I want people to feel when they interact with my brand?

Do you want your brand to feel:

Clean and minimal?
Bold and energetic?
Warm and welcoming?
Luxurious and high-end?

Knowing the vibe helps you narrow down the right colors. For example, soft neutrals and pastels often suggest calm and sophistication, while bold hues like red or electric blue give off energy and confidence.

Pro tip: Look at brands you admire and note how their colors make you feel. Would you describe your own brand using the same words?

Choose a Base Color That Represents Your Brand Best

Your base color will be the most dominant and recognizable color in your branding. This is often used in your logo, website buttons, social media graphics, and packaging.

Ask:

Does this color reflect my brand’s personality?
Will this color appeal to my ideal audience?

Add Neutrals to Balance Things Out

A good color palette always includes a light and dark neutral. These act as your supporting cast — used for backgrounds, text, and contrast.

Examples:

Light neutrals: White, Ivory, Pale Gray
Dark neutrals: Charcoal, Deep Navy, Rich Brown

Neutrals are what give your brand that elevated, professional feel.

Choose 2-3 Accent Colors for Versatility

Accent colors are where your brand gets to have fun! These colors can be seasonal, thematic, or used to highlight calls-to-action on your site. Make sure they complement your base color and don’t compete with it.

Think about:

How these colors will look together on your website or social posts
If they’re flexible enough to use across print, digital, and physical products

Test Your Palette in Real Life

Before locking it in, see how your palette actually performs:

Mock it up on a social post or landing page
Use Canva or Adobe Color to preview it on brand materials
Try the colors on light vs. dark backgrounds

Sometimes a color looks great on screen, but doesn’t have the same impact when printed or placed next to other elements.

Bonus Tip: Use the 60-30-10 Rule

This classic design principle works wonders in branding:

60% your dominant/base color
30% your secondary color or neutral
10% your accent or pop color

This keeps your brand looking balanced and intentional.

Final Thoughts

Choosing a color palette is part intuition, part intention. It’s where art meets strategy — and when it’s done right, it becomes a signature that people remember.

Still not sure where to start? That’s what I’m here for.

At Emme Luxe Branding & Design, we create color palettes that aren’t just pretty — they’re purposeful. Let’s build something beautiful together.

Need help crafting your brand’s color story? Book a design consult or explore our ready-made branding kits, coming soon! Follow @emmeluxedesign on social media for updates.